Kia Motors America has hired a Chicago-based advertising agency to help drive its “U.S. multicultural communication strategy as well as diversity and inclusion efforts internally and externally.”
Among the first duties LimeGreen LLC will take up on behalf of the Irvine-based automaker will be ads for the African-American market. The agency said it expects its responsibilities to expand to include other ethnicities.
African-Americans, Latino-Americans, and Asian-Americans combine for nearly a quarter of new vehicle registrations in the U.S., according to recent data from industry researcher IHS Automotive in Englewood, Colo.
“We have chosen to retain LimeGreen [because it] has a proven track record of helping … clients better understand diverse consumers at their core, and LimeGreen’s leadership team has impressive knowledge capital in the areas of multicultural automotive marketing, diversity and inclusion, and social responsibility,” Rhonda Bolton, Kia’s head of corporate diversity initiatives, said in a news release.
